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Email marketing effective for consumer engagement

Email marketing is an effective channel for businesses to drive consumer engagement, says Epsilon, a leading provider of multi multi-channel, data-driven digital marketing technologies and services.

Epilson measured the open rates of over 8 billion emails globally from October-December of last year across multiple industries, with open rates remaining stable at 25 percent, and click through rates increasing by 2 percent.

Cynthia Richmond, Vice President, Australia and New Zealand said that in the current climate, customer retention and loyalty are critical. She believes in the Australian market, consumers are responding well to targeted promotional emails, which is a positive sign for businesses.

“Benchmark Data shows the email channel performed strongly with high deliverability in addition to steady click rates, indicating continued levels of consumer engagement with brands and targeted campaign initiatives.”

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